Ne-Lo Business Design founders Kieran Antill and Ross Hastings have launched TheAnatomyofMarketing.org, a platform set up to service brands, marketing agencies, and businesses directly.
The Anatomy of Marketing (AoM), first developed internally by the consultancy to help clients take a company-wide approach to marketing, uses the analogy of the human anatomy to articulate how the fundamentals of modern marketing connect across an entire organisation.
It aims to provide the common language necessary for everyone to see their role in marketing and build a meaningful connection to the brand.
Antill and Hastings began sharing Ne-Lo’s AoM model and methodology and received requests from agencies and companies eager to use it to build their internal alignment and capability, which led to the launch of TheAnatomyofMarketing.org.
Educational institutions also expressed interest. The team delivered a session with the University of Sydney Business School’s Executive MBA and is working on a program with the Berlin School of Creative Leadership.
“We have lofty ambitions for The Anatomy of Marketing; we see it transforming the marketing industry in the same way that Gray’s Anatomy revolutionised the medical industry. Providing a single reference point to drive innovation, focus education, and vastly improve client outcomes across multiple disciplines,” Hastings said.
“To achieve this, we actively encourage discussion, debate, challenges, and open dialogue – after all, Gray’s Anatomy is on its 42nd edition and counting.”
As digital technologies, especially AI, become increasingly integral to marketing, Antill says the need for The Anatomy of Marketing has become even more pronounced.
“AI technologies are revolutionising all areas of business, none more so than marketing. However, this revolution brings complexity, as marketers must now understand both traditional marketing principles and the intricacies of AI and other digital technologies.
“AI will accelerate us towards rapid executions but until we release all control, we need the common language of the anatomy as a critical reference for effective, data-driven marketing decisions that leverage AI’s capabilities while remaining grounded in proven marketing fundamentals.
“This anatomy is not only to align humans, but also to train AI. Without it, brands will dilute themselves by choosing disparate executions versus a cohesive strategy that builds and the potential for existing misalignment and inconsistencies to be increased exponentially is high.”
See also: Ross Hastings: Marketing should be a culture, not a department
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Top image: Ross Hastings and Kieran Antill